Monday, February 23, 2009

Using Your Customer Evidence to Create Word of Mouth Stir

Last week in the "newbie" breakout session of the Customer Reference Forum in Berkeley, I raised a point about how reference programs focus on customers and usually the sales organization as the liaison to customers. But, I reasoned, we need to use the customer information we have and close the loop internally. Are you sharing your info with PR? HR? Product Management? Others in Marketing?
Imagine this scenario...
You come into work and everybody - and I mean everybody - is talking about how Customer A is using your product. Your boss comes in and offers to buy you a cup of joe. Your co-workers invite you to lunch. You've never seen the energy so high! You are so awesome and finally your boss is talking about that promotion...
Okay, so maybe this is fantasy, but wouldn't it be cool if you could get employees talking about customers and the great things they're doing with your company's products?
I saw an example of this in the Gaspedal blog http://gaspedal.com/blog/. Maybe some of you are members of the Word of Mouth Association, WOMMA.
We are only scratching the tip of the iceberg with the way we're managing references today. I urge you to think less about references and more about customer evidence, customer conversation, and as Laura Ramos of Forrester Research said in her conference keynote last week, customer community.
Till the next post,
Barbara

Monday, February 16, 2009

Off to the Customer Reference Forum

I'm getting ready to attend the 2009 Customer Reference Forum in Berkeley (www.customerreferenceforum.com). I hope to see many of my colleagues, including members of the LinkedIn Customer Reference Sharing Network, there. I'll have lots to report upon my return, so stay tuned...

Best,
Barbara

Monday, February 9, 2009

Even the Chiropractor Wants and Needs References

As I was signing in at the chiropractor's office this morning, I noticed a new information sheet on the counter. Always interested in providing value to his patients, my chiropractor wanted to hear the positive things his patients had to say about his services and invited them to participate. As a reference management professional, this was music to my ears, and, of course, I told him I was in the business of doing this and could help him, pro bono (although I wouldn't mind some free sessions!) He told me his friends think it's a good idea to video testimonials and put them on YouTube.
Way to go, Doctor!
My point: even the smallest business can benefit from a reference management system. I don't know if the good doctor ever Googled himself and came across his name on the Rate-a-doctor web site, but prospective patients sure will. Whether he knows it or not, future - and existing - patients are checking him out, wanting to make sure he's providing excellent value (and he does!)
So, if your customers are Googling you, and they are, you might as well help them out and put your own references out there.
How many of you are putting customer video testimonials on YouTube or at least on your own web sites? Holler back at me if you are.
And if anyone's in the central New Jersey area and needs an excellent chiropractor, I know one and can refer you!
Bye for now,
Barb

Wednesday, February 4, 2009

Are you using customer references to boost employee morale?

Thanks for your great reaction to this blog!
Here's something to ponder this week - how can you use your customers' statements to help boost employee morale in this time of economic woe? Do you have existing relationships with your employee communications department? Could you create a venue for communicating the great things your customers are saying about you? Not only will this help you and your program, but this proactive move could help uplift all your company's employees.